The 2024 Black Friday is poised to be one of the largest in history. According to the Brazilian Association of Electronic Commerce (ABCComm), this year's revenue is expected to reach R$ 205.11 billion, an increase of approximately 10% compared to last year..
However, what appears today as an incredible opportunity for your business's growth could turn into a major headache if your website is not prepared for an increase in traffic demand.
Among the main mistakes an e-commerce must avoid, the technical aspects of a page should not be relegated to the background. A site with great content and irresistible offers will be a failure if the server cannot handle the demand or if pages load slowly.
What are the main mistakes an e-commerce must avoid during Black Friday?
Not only during Black Friday but throughout the year, an e-commerce must avoid the following mistakes to ensure a positive customer experience and increase sales.
1 – Lack of stock preparation
One of the most serious mistakes is not having sufficient stock of the promoted products. This can lead to customer frustration when they discover that products are out of stock or not available in the promised quantities.
2 – Website performance issues
Black Friday typically generates a significant increase in website traffic. If the e-commerce is not prepared to handle this surge in visitors, it can result in slow page loading, long wait times, and even system crashes, which drives away potential buyers. This, in fact, is one of the most critical points of attention among the mistakes you should never make when creating your e-commerce..
3 – Misleading or confusing information
It is important that all promotional information is clear and accurate. This includes prices, discounts, delivery conditions, and return policies. Any misleading information can lead to trust issues with customers and complaints.
4 – Not optimizing for mobile devices
Many consumers access e-commerce sites through mobile devices during Black Friday. If the site is not optimized for these devices, the user experience can be compromised, resulting in lower sales conversion.
5 – Not planning marketing strategies
Black Friday is highly competitive, and failing to adequately plan your marketing strategies can result in low visibility and reduced impact of promotions. It is essential to have well-planned campaigns in advance, including email marketing, social media, paid ads, and strategic partnerships.
6 – Inadequate customer service
During high-demand periods like Black Friday, it is necessary to ensure that customer service is prepared to handle a higher volume of inquiries, complaints, and requests. Failing to provide efficient and agile support can result in customer dissatisfaction and even loss of sales.
7 – Not monitoring and responding to feedback
It is common for customers to leave feedback and critiques about their shopping experiences. Not actively monitoring these opinions on social media, review sites, and other platforms can be a serious mistake. It is important to quickly identify problems and respond appropriately.
8 – Not conducting pre-promotion tests
It is essential to test all promotions, discount codes, and website functionalities before Black Friday begins. Technical errors or promotions that do not work correctly can frustrate customers and damage the brand's reputation.
9 – Ignoring data security
With the increase in online transactions during Black Friday, the security of customer data becomes even more important. Ignoring security practices such as data encryption and compliance with personal information protection standards can result in security breaches and loss of customer trust.
10 – Not tracking performance metrics
Closely monitor e-commerce performance metrics, such as conversion rates, number of visitors, average order value, among others. Not adequately monitoring these metrics can result in missed opportunities to adjust sales and marketing strategies in real time.
11 – Not having a post-Black Friday continuity plan:
Black Friday is not just about the event day. It is important to have a continuity plan to leverage the sales momentum, maintain customer engagement, and continue promoting offers after the event. Ignoring this planning can result in a significant drop in sales after Black Friday.
Avoiding these mistakes can help an e-commerce make the most of Black Friday, providing a positive experience for customers and effectively increasing sales. It is not enough to have good offers and quality products; it is necessary to offer a platform that is technically capable of meeting the increased demand without surprises.
It is important to remember that leaving these details until the last minute is not an option. The sooner you have everything working correctly, the better.
